Ipsos Australia has appointed former Fairfax Media exec Simon Wake as Managing Director of its MediaCT division, with responsibility for the launch of the firm's new multiple-platform newspaper readership metric being developed alongside non-profit body The Readership Works.

In 2010, Ipsos MediaCT was selected to develop and run the new readership measurement system, which will analyse readership across multiple platforms, including print, online, and mobile content. It is expected to launch in the coming months.

Wake (pictured) joins from Fairfax Media, where he latterly served as Marketing & Circulation Director in charge of marketing, circulation, customer services, and corporate sales. During his nine years with the group, he also held several senior market research and customer insights roles. Prior to this, he was Director of Millward Brown's media measurement arm Precis, and a Project manager at ANOP Research Services.

Tony Hale, Chairman of The Readership Works, comments: 'Simon brings great credentials in both research and publishing to Ipsos MediaCT, so we welcome him to the team and look forward to his strong leadership in taking this improved metric to market.'

In his new role, Wake replaces Kirsten Riolo who will continue to work at Ipsos Australia on a part-time basis.

Web site: www.ipsos.com .

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